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Campaign Sends Tyson Brand Awareness Soaring

SPRINGDALE, Ark. -- The chief executive of Tyson Foods, Inc. based here said the company's "Powered by Tyson" marketing campaign has raised consumer awareness of its branded products.

February 23, 2006, 07:00 pm

SPRINGDALE, Ark. -- The chief executive of Tyson Foods, Inc. based here said the company's "Powered by Tyson" marketing campaign has raised consumer awareness of its branded products.

"Brand awareness in chicken is up to 99 percent," Tyson chairman and c.e.o. John Tyson said in a presentation to the Consumer Analyst Group of New York (CAGNY) this week. "We're number one in brand awareness in chicken and beef and number two in pork. Before the 'powering' campaign started, consumers didn't connect the Tyson brand to beef or pork. We've gone from nothing to a 72 percent brand awareness of Tyson beef and 71 percent with Tyson pork."

Anticipating doubled operating losses in the company's beef segment vs. the first quarter of fiscal 2006, Tyson called the current market environment "one of the most highly volatile years we have seen, and that volatility continues. We're doing everything we can to execute against our strategy and work through this difficult environment. He added that the company "will continue to support our national brand through our 'powering' campaign, and I'm excited about a new way we're going to do this."

The company also announced it will be the official chicken, beef and pork sponsor of the U.S. Olympic Team, and an official supplier to the athletes' training centers. Tyson's sponsorship begins immediately and will continue through the 2008 Beijing Games and the 2010 Games in Vancouver.